Racesafe Equestrian
Overview
Racesafe is a leading British equestrian safety brand, developing protective equipment for riders across eventing, show jumping and other disciplines.
Over three years, I worked with Racesafe both in-house and subsequently on a freelance basis, leading marketing activity across brand positioning, campaigns, product launches, PR, partnerships, ambassadors, social media, email marketing, digital advertising and B2B sales support.
A key focus of the work was positioning Racesafe as an innovator within equestrian sport, strengthening the brand’s reputation around product development, technology and rider safety.
The Challenge
Racesafe had an established reputation within equestrian sport, but there was an opportunity to further develop the brand and communicate its innovation to a broader and more modern audience.
The challenge was to build on Racesafe’s existing heritage and credibility while creating greater visibility around its product range and positioning the business at the forefront of innovation in rider safety.
This required a joined-up approach across marketing channels, product launches, PR, paid media and relationships with professional riders and ambassadors.
The Strategy
The marketing strategy focused on strengthening Racesafe’s position within the equestrian market while using new product development and rider relationships to create compelling stories around the brand.
I worked closely with existing relationships and identified new opportunities with riders and ambassadors, including Olympic event riders and emerging show jumping talent. These relationships were then incorporated into campaigns and product activity to provide authentic voices around Racesafe’s products.
Alongside brand activity, I managed the paid media campaigns, ensuring activity was aligned with wider commercial objectives.
Product launches became a key part of the strategy, using advertising, digital content, rider partnerships and B2B communications to create awareness and support sales.
The Solution
I led marketing activity across a broad range of channels and campaigns, including the launch of several major products, most notably the HX3 Body Protector and VeloAir Air Jacket.
Work included:
Brand positioning and marketing strategy
Product launch campaigns
PR and media relations
Paid media strategy and campaign management
Ambassador and rider partnerships
Social media strategy and content
Email marketing
Website marketing and content
B2B sales materials and point-of-sale
Retailer and trade communications
Campaign creation and execution
The HX3 and VeloAir launches were supported by targeted PR, with products gaining coverage within the equestrian press.
The campaigns were also supported through B2B sales and marketing materials, helping retailers and trade partners communicate the benefits and innovation behind the new products.
The Outcome
Over the three-year period, Racesafe's social media following grew from approximately 20,000 to 30,000, representing 50% growth.
Website traffic also increased year-on-year, supported by ongoing campaign activity, product launches and digital marketing.
The work helped strengthen Racesafe’s position as an innovative and forward-thinking brand within equestrian sport, while creating greater visibility around its product development.
The combination of product launches, PR, paid media, rider partnerships and B2B marketing created a more integrated approach to communicating Racesafe’s expertise and innovation.